The Meetings, Incentives, Conventions and Exhibitions (MICE) sector is expanding enormously worldwide. Many businesses are concentrating on MICE with specific strategies that has been geared to develop this sector. The need of the hour for any organization is the expansion of its customer base and retention of the current market. And, for this, each and every organization some different ways like by taking part in vast conferences, seminars, exhibitions and marketing events. Apart from bringing industry counterparts at one place, MICE events help in synergizing the ideas and bringing in additional clients that increases the sales and revenues. MICE serve as a cost-effective method of advertising as a specialized industry has aimed to cater to the needs of companies.

Talking about the MICE industry, it is essentially a service industry that also comprises of transportation, trade, finance, and travel. The MICE industry focused on gaining high growth possibility, high added values, and highly beneficial innovations. Knowing these benefits, many countries are now promoting themselves as a perfect MICE destinations in order to muster the large piece of new industry pie.

In recent years, Asia has witnessed fast economic growth, which has made it one of the most preferred destinations for remarkable growth in the outbound MICE industry. Many travel companies have specialized themselves to give MICE services and activities. Travel industries have core competencies in the visa, travel insurance, foreign exchange, and passport service, which gives them a cutting-edge in serving the MICE industry. For increasing awareness of MICE services, social media has also played a vital role in promoting MICE business by increasing awareness, improving and maintaining a high level of customer service.